How I solved brands biggest email marketing problem: low conversions.

A couple of weeks ago, I was being approached by a 6-figure brand to help them boost their low conversion rates.

(Note: this was for an NDA project, so can’t reveal all the details)

Niche: course creation

Offer: A high ticket course

Problem statement: they were struggling with low conversion rates

They boasted about their high open rates and click rates 16% and 0.2% 😆

Tbh, which isn’t that bad considering the list size of 45k subscribers.

I had all the details with me, all the metrics, recent campaigns, email designs, and email copy as well. I started dig in to the problem.

And how do you know about the problem?

The numbers.

Numbers don’t lie at all.

Everybody is of the opinion that metrics don’t matter.

Partly true.

Imho, numbers tell you the true story and guide you to the solution. But I feel when people say metric doesn’t matter.

They mean you shouldn’t obsess over them. But you shouldn’t ignore them either.

Once a month.

Or…

Once every two weeks, you should monitor all the major KPIs.

For email marketing.

You should monitor.

Open rates. Click-through rates. Spam rates. Bounce rate. And revenue generated.

Back to our story, so I noticed they had about 4% ish bounce rate.

I made a note.

I noticed some peculiar things about the email content.

I made a note.

I noticed some things that immediately needed to be taken care of.

I made a note.

Before our consultation call, I put together a document with advanced strategies and a presentation to guide them through the doc.

Fast forward to our call.

I started off with the presentation I had made.

And explained all the strategies to them.

Here’s what I told them and the email marketing lessons for you:

1) Bounce rates

Try to keep your bounce rates below 2% which means for every 100 emails sent ONLY 2–3 emails should bounce.

How to decrease the bounce rate?

Use double opt-ins.

And if you’re serious about email marketing.

Use neverbounce to verify your email list. But don’t want to do it manually?

Thanks to AI.

You can automate the process.

Create a Zapier automation to automatically verify your leads.

2) Weak Subject Lines

By weak. I mean.

The subject lines that don’t appeal to the emotions of the readers.

Would you open the email with this subject line: How [course name] can change your life!!!

Chances are you won’t open this email.

Here’s a subject line formula that I recommend everyone should use specific benefit + an element of curiosity.

To boost your open rates.

Subject line plays an important role.

But there are a few other things that most brands aren’t using which might increase their open rates by leaps and bounds.

Pairing your subject lines with a complimentary preview text.

Ditch using company name as your from name.

People are more likely to open, if the from name seems like a real person.

3) Me centric email body copy

Brands often make this mistake by not writing emails for the readers.

Most brands emails seem like a folklore of their valor.

Paragraphs of content focused on themselves.

Your readers, after a point, don’t give a damn about you & your brands.

They care about themselves.

That’s the basic human nature.

You should try to write email content for them.

Try to create email content that helps solve their problems.

Tell stories, not the ones where you keep on rambling about your brand.

Tell testimonial based stories and stories that make a difference in their lives.

4) Segmentation

Brands don’t create segments of the list.

They go on blasting emails to everyone on the list.

Which further worsens the email deliverability.

And kills the purpose of email.

The 1 on 1 personalized feel.

Create segments based on the basis of engagement.

Like people who have opened emails in the past 30, 60, 90 days.

Or…

Create a trigger-based segment.

Like the ones who attended your webinar or for the ones who didn’t join your webinar or who dropped off in the middle.

Create segments and personalize the experience for them.

5) Gamifying the experience

Create different levels for people.

For example, they’ll be promoted to level 1 if they open any of your emails & click on any link.

Level 2 could be 3 referrals.

And at each level, reward them.

Like an exclusive FREE report, bonus pdf, 1 on 1 call with you.

These were the few suggestions I gave the brand to implement to improve their conversions.

After the call, the brand guy was taken aback.

He had witnessed something surreal (not an exaggeration)😜

Anyway, this has got you covered from the basics to the advanced tactics.

PS This is me moments before the call, rehearsing how I’m going to present😆